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Keywords: Marketing communications
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Journal Articles
New paradigm – IMC – under fire
Available to Purchase
Journal:
Competitiveness Review
Competitiveness Review (2005) 15 (1): 72–80.
Published: 01 March 2005
...Philip J. Kitchen The most marked example of progress in marketing communications is the emergence of Integrated Marketing Communications (IMC). Many organizations now consider IMC to be a key competitive advantage of marketing. This paper reviews the developmental progress of IMC. Now, just a few...
